Motion Picture Herald (Apr-Jun 1931)

72 MOTION PICTURE HERALD May 9 , 1931 Delays Are Dangerous! Now is the time to start selling your cooling plant. If you delay too long it will make it all the harder to get the idea over that YOUR theatre is a real summer resort in comfort and fresh air. Smart .showmen sell the idea gradually and subtly to their patrons. They camouflage it by coupling it up with advertisements for big coming attractions within the next month or two. But, ever) week or so, they get over the fact to patrons that their theatre is the finest summer resort in the world. When one live-wire was asked why he started so early, his reply was : "What the devil do you want me to do, wait until the hot weather comes ? Then it is too late and there are no people left to tell, whereas if I start now, when I am packing them in, by June 1st I have every one of them convinced and sold that they cannot afford to stay away irow my theatre in the summer time and the only time I do lose them is when they have a two weeks' vacation and go out of town." There's lots of good horse-sense in what the gentleman has to say. Maybe you never looked at it in just that light. So here's hoping we have created more interest through this little storv. Just to show us that he is still on the go and selling his shows at the Capitol Theatre Fields Continues To Display His Talent i^n iviooie jaw, Sas . Can , with In Canada Theatre the same pep that he has always displayed, E. P. Fields, manager of the house drops us a line or two. Not so long ago Fields sold an idea to the local Light and Power company and secured from them an expensive Kelvinator which was given to one of the theatre's patrons. The idea of the stunt was that with every cent spent at the theare, a vote would be given. The person holding the greatest number of votes was given the electric refrigerator. 25 votes were given for a 25-cent admission; 35 for a 35-cent admission, and so on. The Light and Power company more than advertised the stunt in the newspaper. The stunt itself created considerable comment about the town and resulted in the theatre receiving valuable publicity. The two photos reproduced above will give you a slight idea of how E. P. Fields surrounds his pictures and front with atmosphere. The one on the left shows the attractive front he created and the other the most novel ballyhoo for outside work. Both helped put the picture over to big returns. Oke "E. P.," we are always glad to hear from you regarding your work, because it never fails to contain something of interest. Give our regards to our many friends up in your vicinity, and remember to keep us posted on your future work. Bill Slater turned out a good campaign when he sold "Abraham Lincoln" at the Crescent Theatre in Perth Amboy, New Jersey, and the final result was seen in the box-office. Which is where final results should be seen, sez we. 2,000 heralds specially prepared, with selling copy suitable to school children, were distributed at the schools. A one-sheet display of stills was placed in the public library. An entire sec Slater's Shoivselling Methods Reveal His Knowledge Of Public Get Acquainted Is Al Knopp's System I n Fredericksburg Meet another showman from Texas. At this time we want to introduce you to Albert Knopp, who very efficiently handles the publicity and exploitation for the Palace The^^^^^^^^^^^^^^^^^^^^^^^^■^^^^^^^ atre in Fredericksburg, Texas. Mr. Knopp has been in the show game, we understand, for a number of years; and so he has long since learned the value of securing an intimate knowledge of his town. In this manner he gets to know the likes and dislikes of the local theatre going public. By knowing what will best click in the town, it is only that which is used, and box-ofhce success, in this manner, is assured. He is well liked in his town, and this enables him to secure advantageous tieups with the local paper and various merchants whenever such tie-ups are thought to be necessary. The public, too, knows Knopp. Consequently he is often given little hints on their attitude towards stars that help him in the future plugging of the players. We'd hope to have some of Knopp's work to pass along in the very near future, as we are sure that it will be found both interesting and profitable reading by his fellow members and showmen in the Managers' Round Table Club. What do you say, Albert? ''Costello Case" Was Given A Front Page Break By Rosenblatt MENOMINEE HERALD-LEADER \1 POLICE HUMTJCQSmia SLAYER EXTRA And you'd look, too, if you picked up a newspaper and read: "Police Hunt Costello, Slayer!" It happened not so long ago when M. Rosenblatt, manager ^^^^^^^^^-^^■^^^^^^^^^ of Lloyd's Theatre in Menominee, Mich., effected a tie-up with his local newspaper and obtained the front-page headlines that we are discussing. But just to show you how it looked, we are reproducing the entire front page in order that you may the more clearly see the highlights of the ace campaign that the showman turned out when he played Sono-Art's "The Costello Case," and to good advantage. It is seldom that showmen can secure such breaks as this: a front-page headline in a local newspaper, and when such a thing is achieved we take it that the showman is one who is not only well known in his town, but well liked also. We are not acquainted with Mr. Rosenblatt, so we can't tell you just how he gets along in his town. This is his first contribution to the Club pages, but we hope that it will be followed up with lots more, so that we can see what he does to keep the box-office business buzzing. What do you say, Rosenblatt, some more tips from you? tion of the librai-y was devoted to the LINCOLN display. A one-sheet display was placed in the main assembly hall of the YMCA, and another one-sheet display in the lobby of the YMCA building, before and during the run. Letters were written to all history teachers of public schools and high schools. A pass to the Crescent Theatre was enclosed in each letter. Teachers were invited to the Monday matinee performance. Window tie-ups were secured in furniture stores, men's clothing stores, optical stores and music stores. Abraham Lincoln was sold as a personaHty. This angle was emphasized rather than the historic angle. As the box-office showed, Slater's angle on selling the picture was an excellent one. He received many comments on the show from the patrons. Keep it up, Bill, and let's hear some more from you.